Main types of podcast advertising: foreign and Ukrainian experience

Abstract

The article is devoted to considering podcast advertising as a means of monetizing. The podcast advertising types are characterized. An analysis of the domestic experience of using podcasts for advertising purposes was carried out. The purpose of the article is to consider the main types of podcast advertising and analyse their use in the Ukrainian segment of the media market. Podcasts of Radio NV, Suspilny, "The Ukrainians", "Ukrainian Pravda" have been analysed. Content analysis of podcasts was chosen as the main research method to identify the types of advertising used in domestic podcasts. The main characteristics of the classification of podcast advertisements and the types that are distinguished within these characteristics have been established. It was found that Ukrainian podcasts most often use self-promotion, but there are isolated cases of partnership and sponsorship (usually at the end of the podcast) and mentions that can be identified as native advertising. It was concluded that it is too early to talk about the monetization of podcasts thanks to advertising as a mass phenomenon, it is rather an exception to the rule than a regularity. An effective way of interacting with the audience is thematic projects and those ones, which are designed for a specific brand, which is their sponsors.